Look, I'm not going to sit here and tell you that I'm a fan of billboards. I think they're obtrusive and unnecessary in an age when we can do so much more via digital. Plus, when's the last time YOU acted on a billboard? Nonetheless, over the years I've worked a lot in outdoor. And in terms of solving complex communications problems? If a concept that fits on a billboard works--it's a tight concept.
Company that tended to the field of an NFL stadium wanted some in-stadium signage. Clearly these weren't the images we used, but they were the concepts. People noticed, the client was happy, and the campaign won a ton of awards.
The year was 2000. US Women's Soccer was (like now) the best in the world. They came to us to help put butts in the seats of the NFL stadium for an exhibition match. I wasn't sure whether they'd approve this headline for their billboard campaign, considering its swagger. Grateful they did.
How do you get people to visually connect with the "idea" of curing heartburn? Hijack a well-known concept. This campaign for the Triad Heartburn Treatment Center filled up their scheduling calendar for six months.
A friend who owns a local doggie daycare asked me to help her sort through their marketing options. In doing so, I couldn't resist sharing this tagline with her that she used for clean-sidewalk advertising. Oh, and who could have guessed that this URL was available?
We were tasked with creating buzz around a Celebrity Golf Tournament. With guys like Bill Murray scheduled to play, I had some fun with this one.
In 2002, a friend who was a regular volunteer at the local animal shelter asked if I would be willing to create a campaign to help reduce Charlotte's embarrassingly high euthanasia rate. At the time it was one of the highest in the US. Of course I said yes and the result was a multi-platform campaign that over the next two years helped drive down the kill rate by 30%, and increase adoptions of pets on death row by 60%. I'm really proud of this campaign because it worked. It also received a bunch of awards, and I was even given a commendation by the Charlotte Chief of Police.